Kulula case study analysis
Case Analysis of kulula.com
Group Members:
1) Surabhi Poduval (A-37)
2) Kunal Punjabi (A-38)
3) Rachana Shah (A-39)
4) Dharmesh Ranpariya (A-40)
5) Virajsinh Raol (A-41)
6) Neel Salot (A-42)
How Kulula.com became a big brand in south Africa?
In 2001, it was no secret that the national carrier dominated the domestic carrier market. 9/11 was going to change the world forever. South Africa was not a good market for low cost airline because of two main factors:
1) There were no cheap regional airports.
2) Comair Airlines, kulula’s holding company didn’t have resilience to launch a new brand but the folks in kulula were determined and nothing was impossible for them. They refused to believe that it was mission impossible.
The first challenge for them was to position the airline correctly. The folks had done their research and found that leisure market would be more interested in low fares and less need for flexibility than business class. This mean that new airline could afford to offer no full service(No-frill) something which never had been available before but having no pre-book seating, free meals at board, or no possibility of rebooking to other airlines, the aim was to keep the cost at minimum and savings passed on to the passenger.
It could have been a huge mistake if kulula.com would have concentrated on low cost to position themselves. The smart way to position kulula on promise was to be sustainable and for long term and that is why kulula.com brand positioning of making it accessible and easy was on top .
The second challenge this airline faced was on deciding on a name and in the world of branding your brand name can influence or sink. The name (kulula.com) has taken a brand values such as simplicity, honesty, respect, innovation, safety.
So why was Kulula.com a winner?
1. Available as a dotcom
2. Easy to say.
3. Means “easily” in zulu.
4. Stood for a benfit, rather than a service.
The suitable
Group Members:
1) Surabhi Poduval (A-37)
2) Kunal Punjabi (A-38)
3) Rachana Shah (A-39)
4) Dharmesh Ranpariya (A-40)
5) Virajsinh Raol (A-41)
6) Neel Salot (A-42)
How Kulula.com became a big brand in south Africa?
In 2001, it was no secret that the national carrier dominated the domestic carrier market. 9/11 was going to change the world forever. South Africa was not a good market for low cost airline because of two main factors:
1) There were no cheap regional airports.
2) Comair Airlines, kulula’s holding company didn’t have resilience to launch a new brand but the folks in kulula were determined and nothing was impossible for them. They refused to believe that it was mission impossible.
The first challenge for them was to position the airline correctly. The folks had done their research and found that leisure market would be more interested in low fares and less need for flexibility than business class. This mean that new airline could afford to offer no full service(No-frill) something which never had been available before but having no pre-book seating, free meals at board, or no possibility of rebooking to other airlines, the aim was to keep the cost at minimum and savings passed on to the passenger.
It could have been a huge mistake if kulula.com would have concentrated on low cost to position themselves. The smart way to position kulula on promise was to be sustainable and for long term and that is why kulula.com brand positioning of making it accessible and easy was on top .
The second challenge this airline faced was on deciding on a name and in the world of branding your brand name can influence or sink. The name (kulula.com) has taken a brand values such as simplicity, honesty, respect, innovation, safety.
So why was Kulula.com a winner?
1. Available as a dotcom
2. Easy to say.
3. Means “easily” in zulu.
4. Stood for a benfit, rather than a service.
The suitable